Beer and gardening: While they typically don’t go together, they mesh perfectly in Molson Canadian’s new promotion. The beer company is using plantable custom coasters to generate buzz for its Red Leaf Project, an effort to help beautify Canada.

Consumers can pick up specially marked boxes of the brew to snag a promotional coaster, which, when planted and nurtured, will grow into a stately Black Spruce.

This promotional product is a perfect fit for Molson, which is striving for a more sustainable image. The custom coasters along with logo imprinted glasses boast the company’s signature shades of red, white and blue, and they clearly state the mission of the promotion: To make Canada better, one beer at a time.

Cheers to that.

Promo know-how tip: Many promotional coasters, because of their slim design, are excellent for direct-mail campaigns.